Twinkie the Kid debuted in 1971. Denny Lesser, a route delivery driver for Hostess in the San Fernando Valley, created him.
Wonder Bread and Hostess Cake factory in Natick, Massachusetts, captured on May 5, 1987. Delivery trailers line the loading dock as the iconic brands prepare to ship their baked goods. Photo by Ed Hofmann.
Architectural rendering of the Continental Baking Company’s Natick, Massachusetts plant, featured in Fortune Magazine, May 1964. Designed by Lockwood Greene Engineers, Inc., the facility was set to become the largest bread and cake bakery in the world, producing iconic brands like Wonder Bread and Hostess Cupcakes.
Vintage Wonder Bread advertisement highlighting the brand's signature freshness, featuring animated loaves and the slogan “The Fresh Guys.”
Safe Driving Award Plaque and LEGO Hostess Truck
The Iconic Wonder Bread Factory of Natick
In 1964, Continental Baking Company opened what was touted as “the largest bread and cake bakery in the world” east of Speen Street. The bakery's dedicated rail spur is now part of the Cochituate Rail Trail. Wind currents carried the smells of baking bread across the town until the plant closed in 1999.
Wonder Bread Spur on the Cochituate Rail Trail
The Story Behind Wonder Bread: A Slice of American Imagination
Few brands in American history have captured the nation's imagination quite like Wonder Bread. With its soft, airy texture and unmistakable packaging, it’s more than just a staple on grocery shelves—it’s a symbol of nostalgia, innovation, and enduring optimism.
Born from Wonder
In 1921, Indianapolis, Indiana, witnessed a moment of inspiration that gave birth to one of America’s most iconic brands. Elmer Cline, a vice president at Taggart Baking Company, found himself at the International Balloon Race held at the famed Indianapolis Motor Speedway. As he gazed skyward, a kaleidoscope of hot air balloons—bright reds, deep blues, and brilliant yellows—filled the sky. It wasn’t just a beautiful sight. It was a revelation.
Awestruck by the spectacle, Cline was moved by a single emotion: wonder. That feeling, that spark of possibility, became the name for a new kind of bread. And so, Wonder Bread was born—not just from flour and yeast, but from a moment of inspiration that captured the colorful spirit of innovation.
In a short period, Mr. Cline developed an innovative marketing strategy, which involved releasing yellow, red, and blue helium balloons with postcards encouraging children to give them to their mothers. Although the brand name was introduced, the product was not unveiled until May 21, 1921.
During the 1950s, Wonder Bread gained further popularity by sponsoring well-known television shows such as Howdy Doody and creating iconic cartoon characters like Twinkie the Kid and Captain Cupcake, which remain popular today.
In 1930, Wonder Bread changed the way America ate—literally. As the first brand to introduce pre-sliced bread, Wonder Bread made kitchen prep easier and inspired the phrase that’s now part of everyday language: “the greatest thing since sliced bread.”
A Taste of New England Childhood
For generations of families across the region, nothing says comfort quite like a peanut butter and Fluff sandwich on soft, white Wonder Bread. This sweet creation became a beloved New England staple—one bite instantly transporting many back to lunchrooms, picnics, and kitchen counters of childhood.
And during the infamous Blizzard of 1978, Wonder Bread bags took on a second life. With snow piling up locals repurposed the brand’s colorful plastic bread bags as boot liners, keeping kids’ feet dry on their snowy adventures.
The Natick Wonder Bread Factory: A Local Legend
In Natick, Massachusetts, Wonder Bread left a legacy. The Wonder Bread Factory, once a major local employer with 123 workers, was a source of pride and a landmark for the community.
Residents fondly recall the sweet aroma of fresh bread drifting through open windows on warm summer evenings.
Schoolchildren on field trips were treated to a behind-the-scenes view of the bread-making process, watching as ingredients were transformed into packaged loaves ready for shelves. The Factory Store was a hidden gem, where families could purchase their favorite baked goods at a discount.
Though the factory has since closed, its spirit lingers in stories, memories, and the enduring affection New Englanders hold for a brand that truly rose to the occasion.
Honoring a Local Legacy: The Paul Virdinlia Collection
In January 2024, the Natick Historical Society received a remarkable donation from Carol Armstrong and her family. This generous gift includes personal artifacts that belonged to her father, Paul Virdinlia—a longtime Framingham resident and a driver for the Continental Baking Company, best known for producing Wonder Bread and Hostess products.
Paul Virdinlia’s career is legendary: throughout his life, he drove more than three million miles without a single accident while operating a Continental Baking Co. truck. His dedication, professionalism, and connection to a company so deeply tied to Natick’s industrial heritage make his story a vital part of our community’s history.
The collection now on display features a range of items that provide a vivid glimpse into the life and work of a 20th-century delivery driver. Visitors can explore a fascinating assortment of artifacts, including miniature model trucks, company hats and jackets, awards, log books, and unique memorabilia, such as the quirky and delightful "Twinkie Soap." These items together offer a window into the daily life of workers who helped shape Natick’s economic landscape.
We are proud to share this collection with the public and to celebrate the people who contributed to our town's industrial past.
By Jennifer Richards,
Updated May 30, 2025
Were you or someone you know connected to the Wonder Bread Factory?
We’d love to hear your story. Please contact us at contact@natickhistoricalsociety.org.
Vintage Hostess and Wonder Bread Plush Figures
Wonder Bread Jacket, Toy Truck, and Million Mile Club Card